DISPLAY ADVERTISING BY THE NUMBERS

DISPLAY ADVERTISING BY THE NUMBERS

While a customer's journey through the marketing funnel may not always be a linear path,

these common stages tend to exist: brand awareness, education, evaluation, proposal,

and finally purchase. Unlike email and search marketing campaigns, display advertising

touches prospects throughout the funnel, making a significant impact at every stage.

The wide variety of research and campaign results available demonstrate the unique

power of this online channel.

1 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.2 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.3 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.4 “Online display advertising: Its Quantified Effect on Organic Down-Funnel Activity,” 2011, CBS Interactive Insight Series.5 “Superpages,” Case Study, Bizo.6 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.7 "The DMA Taps Bizo Audience Marketing to Achieve Conference Goals," Case Study, Bizo.8 "Agency Uses Bizo to Drive Qualified Leads for Supercuts, 7-11 Franchises," Case Study, Bizo.

www.bizo.com

THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL

THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL

BRAND AWARENESS

Targeted display ads

increase the

likelihood

to recommend a

brand by 10%.1 •United Internet

Media found that 6%

of participants who’d

previously been unaware

of a particular brand were

able to recall that brand

without assistance after

viewing a display ad. For

aided brand recall, that

rate jumped to 26% of

participants.2 •

TOP FUNNEL IMPACTTOP FUNNEL IMPACT

CONTENT ENGAGEMENT & EDUCATION

•An advertiser saw a

140% lift in engagement

with content site-wide

for visitors who’d been

exposed to display ads.4

•Prospects were 82%

more likely to download

content and travel further

into the sales funnel if

they had seen the display

advertisements.

MID-FUNNEL IMPACTMID-FUNNEL IMPACT

LEAD GENERATION & SALES CONVERSIONS

Salesforce.com used targeted

display to boost form

conversions by 30+%.6 •The Direct Marketing

Association drove

400+ leads to its

annual conference

through display ads.7 •

BOTTOM-FUNNEL IMPACTBOTTOM-FUNNEL IMPACT

•One brand’s display

campaign increased Web

site visits by 72%, and

keyword searches for the

brand increased by

an average of 94%.3

After launching a display

ad campaign, Superpages

witnessed a 180% increase

in click-throughs for

its search marketing

campaign.5•

•Agency St. Jacques

Marketing used display and

retargeting to generate 61%

of total campaign leads for

its client Supercuts.8

10%10%

26%26%

94%94%

INCREASE IN LIKELIHOOD TO RECOMMEND

INCREASE IN LIKELIHOOD TO RECOMMEND

INCREASE IN BRANDED

SEARCH

INCREASE IN BRANDED

SEARCH

BRANDRECALLBRANDRECALL

140%140%

180%180%

82%82%

INCREASE IN SEARCH

CLICK-THROUGHS

INCREASE IN SEARCH

CLICK-THROUGHS

LIFT IN ENGAGEMENT

LIFT IN ENGAGEMENT

MORE LIKELY TO

DOWNLOAD

MORE LIKELY TO

DOWNLOAD

30+%30+%

61%61%

400+400+

MORE FORM CONVERSIONS MORE FORM CONVERSIONS

LEADSGENERATED

LEADSGENERATED

LEADSLEADS